Pratik Padhiar, Director of New Business at digital marketing communications agency h2o Creative talks to us about the biggest challenges online retailers are facing right now and what’s exciting them in the world of eCommerce and digital marketing.

What industry trends are you looking forward to seeing at this year’s eCommerce Expo and Technology for Marketing?

It’s always exciting to see innovation in marketing, this year particularly how CRM and email platforms have made a shift towards consumer attitudes to engage new audiences by tapping into the psychology of personalisation. It’s never been more important than making brand-related experiences unforgettable as shopping habits and consumer behaviours have changed over the last few years. Combined with technological advances like AI and data-led decisions, these platforms and their thinking need to be working harder and smarter.

Meet Pratik Padhiar

What are the biggest challenges facing eCommerce retailers heading into Q4 and peak season?

The shift is seasonal - weather has seen a poor start to Q3 with eCommerce sales volumes down in areas heavily dependent on warmer weather such as clothing, footwear, DIY and gardening hit particularly hard. Retailers in these verticals faced challenges in attracting new and repeat customers, really demonstrating the sensitivity of retail performance to weather conditions.

With that said, the golden season of Q4 spending is likely to be up in contrast, as just recently the electronics sector saw a boost with big events like The Euros, Olympics and Wimbledon. Customers will still be cautious with spending, but companies really need to prepare and be reactive for historical spending periods such as Black Friday and big sale events as targeting these audiences will be key.

What is most exciting to you about the eCommerce and digital marketing industry right now?

Sustainability. It sounds strange, but only looking at ways to improve your eCommerce business without being seen to be more sustainable is an interesting balance to strike. How companies view their footprint in areas like fast fashion, ordering, logistics, and returns all have an impact. We can’t just dismiss it until it is too late, so it will be exciting to see how eCommerce partners of brands are embracing this and doing their bit.

Why is it important to bring the industry together at events like eCommerce Expo and Technology for Marketing?

It’s not just technology which is changing how marketing works, but as generational habits shift it means end users now receive and accept fewer phone calls. They don’t want to be sold to directly, but rather network and see what fits their needs. It’s now about finding those (like you) who come to these events having done their research online before they are going to communicate with a potential supplier, which means all companies need to know where they are doing their research and have a presence there.

What’s the best piece of advice you would give to new people joining the industry?

Telling your story has always been a big part of marketing, especially in B2B. But what has changed is the volume of channels you can use to tell it. The format you choose also has to match that for each audience, because different personas and different functions will all have different interpretations of the same interest. It might be one story, but now you have to tell it in multiple ways, so choose your platforms wisely and be where your customers are.

Are you preparing anything special for the event?

h2o creative will be located at stand H74, right by the main stage over the two days of the shows where we will be talking and guiding attendees through practical solutions to amplify their digital marketing.

Meet the h20 Creative team on Stand H74:

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